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Toluna QuickSurveys: Fewer than two in five PC Owners plan to update to Windows 8

While the vast majority of consumers (96%) own a Windows PC, only two in five (39%) of these are likely to upgrade to Windows 8.

The findings were part of a study undertaken by Toluna QuickSurveys to assess consumer reactions to the announcement by Microsoft last month to upgrade to Windows 8.

The survey also revealed that when it comes to Windows operating systems, Windows 7 is a clear favourite, with over a quarter of consumers (28%) selecting this version as their preferred choice – this represents double the proportion who chose the newly launched Windows 8 (14%).

Part of the rationale behind the development of the new Windows technology was to improve the user experience on mobile devices such as tablets, but initial consumer reactions illustrate that Microsoft has not captured the interest of this market. The proportion of respondents planning to buy a tablet running Windows 8 is on par with other systems including Apple iOS and Android (13%, 13% and 14% respectively). In a similar vein, the tablet-specific Windows RT received only 2% of the votes and was voted the least favourite Windows operating system all round.

Managing Director, Global Technology Practice at Toluna, Mark Simon, commented: “Given that the new Windows operating system was developed to improve the user experience on mobile devices such as tablets, we might expect Windows 8 to be better received within the tablet market. The results show that Microsoft will have to work harder on future product developments if they are to gain favour with PC users and reclaim their position as leader within the wider market”.

This news comes amidst claims that the Microsoft Touch cover is prone to splitting after only a few days of use, according to a recent article in The Guardian.


The survey was conducted online within the UK in October 2012 among 2,000 adults (aged 18 and over). Figures for age, gender, education, and region were weighted where necessary to bring them into line with their actual proportions in the online population. Because the sample is based on those who agreed to participate in Toluna surveys, no estimates of theoretical sampling error can be calculated. For more information on the results from this survey, please contact [email protected].

About Toluna QuickSurveys:

Toluna QuickSurveys takes the simplicity and cost-effectiveness of DIY survey-tools and adds speed and reliability by providing direct access to a global panel of four million people available to respond to surveys. No other survey tool in the market can match the speed, reliability and cost-effectiveness. For more information, please visit www.quicksurveys.com.

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